Lucky Saint
Hazy IPA
Born in 2018 just in time for Dry Jan, Lucky Saint has become synonymous in the industry with great-tasting, alcohol free beer. Fast-forward 6 years and it was time to launch their first non-lager product – the Hazy IPA.
Lucky Saint approached us to bring the Hazy IPA story to life by fusing high-detail, photoreal™ CG and thirst-inducing fluid VFX. The film would launch just ahead of Dry Jan and celebrate everything saintly about their latest offering in the alcohol free category.
Sectors
Service
Hazy IPA Campaign Film
The Idea
Lucky Saint wanted to create a digital, social-first campaign that didn’t depart from the tone, sentiment and visual language of previous campaigns. Within the industry, they’ve crafted a unique and distinctive ‘saint-like’ brand identity that they wanted to build on.
Our film needed to pay homage to previous campaigns while adding a unique twist for the Hazy IPA launch.
The Process
Hand Sculpting
Condensation
Procedural condensation tools were created to give us full control and art direction of the frequency, size and spread of the droplets.
Condensation Look Dev
This project caught my attention with the lighting and camera work. So smooth, slow, out of the ordinary for a motion piece. The camera and light makes us pay attention to textural details that are beautifully executed.
Adaptations
Every story has its setting. We optimise every version and adaptation for the moment it connects with our audience.
For this campaign we designed the content for 4 x aspect ratios, with teasers shots planned into the film within the initial few seconds. Overall we delivered 28 motion assets including the master, cutdowns and teasers – plus high resolution static OOH-ready key visuals.
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